SVP-Head of Video Activation/VaynerMedia | xOmnicom, Publicis, Madhive, Aetna | Managing Director | EVP | Founder | Digital Media | Data | CTV-OTT-TV | CPG | Pharma | Strategy Consulting | Sales | Programmatic | AdTech
✅🖥️ AdExchanger (10/11): “Paramount’s move represents a serious shake-up because TV publishers that use Nielsen alternatives (like VideoAmp, iSpot and Comscore) typically do so in tandem with Nielsen, which has been the foundation of TV ad measurement for decades. In this case, however, Paramount and Nielsen failed to come to an agreement in time for their contract renewal. Despite the strong sentiment, a break from Nielsen’s services isn’t ideal for Paramount. Advertisers and media buyers have leaned on Nielsen ratings since the 1950s. That (fact) has been spurring a lot of conversations on LinkedIn lately. On the one hand, Paramount could be a trendsetter. “If Paramount is able to do business using VideoAmp without [a financial] downside, then other programmers will naturally start considering making the same move,” media measurement vet – and VideoAmp’s former chief measurability officer – Josh Chasin observed on LinkedIn. “This is a critical moment.” Chasin was commenting on a post written by Marshall Cohen, an industry vet and media and marketing consultant. Cohen notes that Nielsen keeps its service fees high not simply out of stubbornness, but because its business model doesn’t leave much room for negotiation. If Nielsen lowers its prices for one client, according to Cohen, they have to lower prices for everyone. “This,” he argues, is very difficult with private equity owners, who don’t understand the business [and just] want better returns.” Still, Cohen writes, it’s likely a renewed contract will – eventually – put an end to the contentious standoff between Paramount and Nielsen. “Rarely, if ever, does a media company go without Nielsen ratings for very long,” Cohen says.” ⬇️ #measurement #streaming #lineartv #ctv #ott #tvos #acr https://lnkd.in/eNaWgx7W
President at Media Dynamics Inc.
4moIt doesn't matter at all, Hugh, as the buyers all subscribe to Nielsen and will have the required data. It's only a matter of time before Paramount accepts the fact that without Nielsen its time sellers and package dealers will be in an impossible situation--and signs with Nielsen.